the co-creation revolution

Jarsolav Cir

Global Director, Consumer &

Market Insight, Rexona

Andrew Needham

Founding Partner

Contents

contents

the innovation debate

the rise of “empowered consumers”

embracing “empowered consumers”

co-creating with “empowered consumers”

pioneering new research techniques

spreading positive word of mouth

a co-creation revolution or another fad

Death of corporate innovation

CORPORATE innovation

Ford Model T pic

“If I had asked people what they wantedthey would have said a faster horse”

“If I had asked people what

they wanted they would

have said a faster horse”

keep consumers out of it

Consumers are the problem

Sheep/People slide

are consumers the problem?

Set up debate do you trust

your consumers?

do you trust your consumers?

What Unilever ThinksEarly 1980s

Desk research, focus groups &

brainstorming sessions

End of 1980s

Ethnography

Early 1990s

Insight Activator

End of 1990s

Fast Track Insight Activator

Early 2000s

Co-creation

staying close to our consumers

James murdoch“Ubiquitous connectivity means

fundamentally that the

individual becomes the agent of

everything. Moving, frictionless,

from one community to another;

consuming, freely, from a wide

universe of sources; publishing,

from each individual to any

number and any size of

audience – this is the consumer

of the age we live in”

the empowered consumer

Nick Haley

US Study by eMarketer in April

2008 shows that content creators

are going to grow from 77m to

108m by 2012

consumers are in control

HSBC

HSBC 2

walled garden

walled gardens

Triangle Slide

90%

9%

1%

the masses

actively engaged

co-creators

intimate

passive

active

open

some of the principles of co-creation

Headboxcollaborating with empowered consumers

Helix Processmeaningful co-creation

Axe co-creation case study

brief

approach

results

collaborate with consumers to create a new limited edition

variant of Axe

5 names, can designs, press adverts, digital solutions &

activation plans

presented to a high standard with high res visuals

16 creative Axe consumers attended a workshop in Spain

workshop covers insights to activation ideas

consumers develop ideas for 3 weeks after workshop (with

mentoring from Face)

presentation to senior Unilever stakeholders with

high res visuals & communication ideas

brief

Rexona co-creation case

study

brief

approach

results

collaborate with consumers to develop a new

deo for women

5 names, can designs, press adverts, digital solutions &

activation ideas

presented to a high standard with high res visuals

16 creative Rexona consumers attended a workshop in London

workshop developed insights to activation ideas

consumers develop ideas for 3 weeks after workshop (with

mentoring from Face)

presentation to senior Unilever stakeholders with

high res visuals & communication ideas

brief

co-creating online

role of research has to change

spreading word of mouth

Face book Chris Oddy

passionate advocates

Company Co-Creationa co-creation revolution or a co-creation fad?